TABLE OF CONTENTS
Who Is the Lover? | Personality Traits | Color Palette | Ideal Audience for Lovers |
Lover Brand Examples | How to Own Your Archetype
You know it when you see it.
The Lover.
Someone who exudes compassion, warmth, and kindness. Someone who infuses love into everything they do.
If you have a hunch that your brand inspires others to be more loving, be confident in their passions, and bring out their sensual sides, then adopting the Lover brand archetype might be the catalyst you need to achieve greater success for your business.
Understanding the Lover Brand Archetype
Out of all 12 brand archetypes identified by psychoanalyst Carl Jung, the Lover represents love for fellow man (and self) the most. The Lover is a brand (or person) that focuses on nurturing deep, intimate connections. There’s a core emphasis on sensuality, luxury, and fulfilling the basic human need of love.
The Lover wants to please but is not a people pleaser. They’re often associated with indulgence, pleasure, and the art of living well but are founded on a basis of wisdom rather than straight pleasure-seeking.
Defining your brand's archetype is an important step when creating a compelling brand identity that resonates with your target audience. Your archetype helps you align more efficiently with your ideal customer and stand out in a saturated industry.
Let’s go in-depth on the Lover brand archetype to see if your brand aligns with what it stands for, and whether it can tap into those powerful emotions it evokes.
The Lover Brand Archetype Personality
The Lover archetype is defined by a set of distinct traits that all revolve around emotional depth, intimacy, and genuine relationships. These traits help Lover brands create exceptionally strong bonds with their audience.
A few of the main characteristics of the Lover brand archetype include:
Lover brands all exude a sense of passion and intensity. They have a romantic and idealistic view of the world. They’re deeply invested in what they do and because of this, their passion draws people in. They inspire others through the love they infuse into everything they do.
The Lover Brand Archetype Color Palette
Color has the power to attract or repel. Studies show that specific colors can draw in certain personality types. You can leverage this use of color theory when developing the look and feel of your brand.
Let’s take a look at an inspirational color palette that may align with the Lover brand archetype:
Who Is the Ideal Audience for Lover Brands?
Lover brands should do their best to connect with people who value emotional depth and compassion. The target audience for a Lover brand typically embodies the following characteristics:
- Emotionally driven
- Compassionate
- Sincere
- Affectionate
- Kind-hearted
- Warm
- Romantic
- Understanding
Lover brands should speak to individuals who have an appreciation for beauty and luxury and who value intimate connections — romantic or not. These individuals are often idealistic, value authenticity, and are drawn to brands that can provide them with deeply satisfying experiences that are founded on kindness and, well, love!
Lover Archetype Brand Examples
Lover brands strive to bring beauty into the world and into the lives of their customers. Whether it’s through aesthetics or words, they always make sure that what they put forth is both attractive and alluring — to the eye and to the heart.
Here are a few examples of brands who embody the Lover archetype best:
Victoria’s Secret
You can’t think of sensuality without thinking of Victoria’s Secret! They’re experts at emphasizing romantic and feminine items and bringing forth a sense of love and passion that entices their audience to keep coming back for more.
Chanel
Chanel is the quintessential luxury brand known for its femininity and elegance. Because of this, they naturally fall into the Lover brand archetype, as their products are designed to make their customers feel beautiful, unique, and graceful.
Godiva
Love and chocolate go hand-in-hand, do they not?! Godiva is one of the nation’s premium chocolatiers that exudes luxury and indulgence. They are perfect for special occasions, which is a favorite type of celebration for the Lover archetype.
Tiffany & Co.
When you think of high-end engagement rings, you probably think of Tiffany & Co. This brand symbolizes love and romance to the highest degree and appeals to those who value commitment and lasting relationships.
How to Own Your Lover Brand Archetype
To determine whether the Lover archetype is a good fit for your brand, start by evaluating two things: your core values and your target audience's desires.
If you stand on compassion, sensuality, and love, and you aim to bring more beauty into the world, then the Lover brand archetype could be a good place to start. If you’ve done your research and you know that your customers value emotional connection, beauty, and a sense of luxury, then the Lover archetype may resonate with them.
However, adopting the Lover archetype isn’t for all brands. If your business operates in a highly practical industry, where functionality and efficiency are prioritized over emotional appeal, then the Lover archetype is definitely not for you.
Most often, it’s companies in sectors like technology, logistics, or financial services that struggle to embody this archetype — and any archetype that you choose should never be forced. Not only will you be straying from your core values and identity, but you most likely won’t align with anything that your target audience is seeking.
Be a Lover, Not a Fighter
Building a deep emotional connection through love is at the heart of the Lover archetype. Brands that align with this archetype prioritize the Venusian qualities that draw people to them, rather than them having to continuously chase others to get attention.
If your business is considering adopting the Lover archetype or exploring other branding possibilities, schedule a free 20-minute branding assessment with our team.
We’ll help you evaluate your current branding strategy and explore opportunities for growth and alignment with the archetype that best suits your brand.
